crm 3 call centres
TRANSCRIPT
Dhruv Nath
CRM 3Connecting with the
Customer : Call Centres
CRM 3Connecting with the
Customer : Call Centres
Reference
• “The Nuts and Bolts of CRM”, Chapter 2
The CRM System
CRMSystem
CRMSystem
SharedSharedData BaseData Base
Marketing
Sales
Customer Support
Management
Customer
Operational CRM
Analytical CRM
Call Centre
Call Centre
Exercise : The Context : Correct This Diagram
BPO
Back Office (Non-Voice)
Call Centre (Voice)
BP Off Shoring
Assume BPO is correct
Solution : Call Centres - The Context
BPONear
Shoring
Call Centre (Voice)
Back – Office (Non-Voice)
Contact Centre
(Both Voice and non-
Voice)
EPABX
Phone Lines
Agents
EPABX based Call Centre
Call Routed to the first free agent
Exercise : Call Centre Architecture
Phone Lines
IVRS
Call Centre Architecture
VoiceLogger
Agents
Data BaseData Base Agents’ PCs
ACD
Inbound Call
Centre
Exercise 3c : Managing the Call Centre
Exercise : SLA (Inbound)
• Groups– 2 people from the client’s end– 2 people from the Call Centre
• Come to an agreement on the clauses to be used in the SLA
SLAs translated into goals for each agent
Outbound Call Centres
• Purpose ?– Tele-Marketing– Collections– Surveys
Outbound Call Centres : Dialling
• Someone has to dial customer phone numbers– Who ?– Agent ?
• Problem ?
• Solution ?
• Automatic dialling– “Dialler”
Outbound Call Centres : Dialler
• The dialler dials a fresh phone number when at least one agent is free
• Problem ?• Solution ?• Keep dialling based on :
– Average time taken by agents for a Call– Average time taken to reach a customer on the phone
• If we need 100 calls per minute, the dialler may need to dial, say, 150 calls per minute.
• Pacing Ratio = 1.5
Predictive Dialler
Predictive Dialler
• We could still have :– Customers on hold with no agent free– Too many agents free– Solution ?
• Some Diallers are Self Learning
• Dedicated team to do on-going monitoring and manual fine-tuning
Phone Lines
IVRS
Call Centre Architecture – Inbound + Outbound
VoiceLogger
AgentsPredictiveDialler
ACD
Data BaseData Base Agents’ PCs
The Outbound Call Centre in CRM Tele-Marketing
• Scripting– What is it ?– Why do we need it ?
Vantive Demo - Tele Marketing
• Is scripting feasible / desirable in the following cases :– Customer Support for a cell phone company– Lead generation for a cell phone company– Lead generation for an Engineering Projects company– Outbound Call Centre for credit card collections– Tele-Support for an Oracle Database
• Guidelines for using Scripting ?• Guidelines
– Simple, structured situations– Typically outbound (agent in control)– Inbound only upto a point
Tele-Marketing - Exercise
Exercise : SLA (Outbound)
Home Assignment – Marketing / Sales Force
Automation• Read “The Nuts and Bolts of CRM”,
Chapter 4, 5, 6– Tele-Marketing– Campaign Management – Workflow– Sales Force Automation
The CRM System
CRMSystem
CRMSystem
SharedSharedData BaseData Base
Marketing
Sales
Customer Support
Management
Customer
Operational CRM
Analytical CRM
Call Centre
Call Centre
Dhruv Nath
CRM 3Connecting with the
Customer : Call Centres
CRM 3Connecting with the
Customer : Call Centres